A global content campaign grounded in something everyone in the world can feel good about: American music.
Jun 24, 2019
Music is the sound of culture. From guitar licks and banjo picks, to brass horns and thumping bass, music opens the door to local personality and amazing discoveries around every corner. With this in mind, Mustache, part of Cognizant Interactive, partnered with Brand USA -- the leading organization dedicated to marketing the United States as a premier travel destination -- to create a music-driven tourism campaign spanning the country.
The hook: Taking viewers to culturally-diverse cities across the USA to meet up-and-coming hometown musicians. These artists were challenged to capture the sound of their city through a regional interpretation of an iconic American song.
The result: Three beloved songs in 15 distinct flavors, each set to the tune of the local sights, sounds, myths, loves, struggles, and triumphs of the artist's home. The Romantics' "What I Like About You" by way of Kentucky bluegrass. KC & The Sunshine Band's "Boogie Shoes" reborn as authentic Mississippi blues. Bobby Freeman's "Do You Wanna Dance" channelled through the soul of Puerto Rico. And much more, all engaging a global audience of travelers and music lovers.